Prima e seconda generazione deisiti di social network in Italia

Fabio [.] Giglietto [@uniurb.it]

http://www.nextmediaandsociety.org

21-22 novembre 2008, Università Roma Tre

Dicembre 2007 [16-19]

The Italian perspective

One global phenomenon many local path of domestication

Research hypothesis

– Badoo and Facebook users belong to different generations in terms of new media literacy skills:

1. Badoo users appear to lack a clear understanding of the invisible audience and can’t therefore use the public/private distinction in a networked space;

2. Badoo users appear to be mainly using the site to bridge their social capital making new friends other than consolidating existing relationships.

Methodology

1. March: Telephonic survey with a representative sample of Italian population +18 (N=1600);

2. August: Analysis of users demographics;

3. November: Telephonic survey with a representative sample of Marche region population +18 (N=690);

4. September/November: Web survey with random selected sample of Facebook and Badoo users (N=338).

Web search volume

Websites users demographics

2.890.268 profiles3.097.360 profiles

Age distribution

Source: Facebook e Badoo (31/08/08)

0%

2%

4%

6%

8%

10%

12%

13

14

15

16

17

18

19

20

21

22

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45

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47

48

49

50

olt

re 5

0

User ages compairson between Facebook and Badoo in Italy (Aug 08)

facebook badoo

Gender

0

0,1

0,2

0,3

0,4

0,5

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0,7

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0,9

13

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olt

re 5

0

Percentage of Male and Female on Facebook and Badoo by age

facebook % m facebook %f badoo % m badoo %f

Source: Facebook e Badoo (31/08/08)

State of SNSs in Italy [16-19]

source: Facebook, Badoo

0,00%

5,00%

10,00%

15,00%

20,00%

25,00%

30,00%

dic-07 gen-08 feb-08 mar-08 apr-08 mag-08 giu-08 lug-08 ago-08 set-08 ott-08 nov-08

% o

f it

alia

n p

op

ula

tio

n 1

6-1

9

dic-07 apr-08 ott-08 nov-08

facebook [16-19] 0,63% 1,00% 5,88% 11,48%

badoo [16-19] 18,32% 20,91% 24,28% 24,83%

source: http://jilltxt.net/?p=2163

Main SNSs activities

Source: Pew Internet & American Life Project Parents & Teens Survey, October-November 2006. Based on teens 12-17 who use social networking sites [N=493] Margin of error is ±5%; Indagine CATI 2008commissionata dal LaRiCA Based on 18-29 users of social networking sites [N=106] Margin of error is ±2% ; Online survery [N=338]

49%

91%

82%

17%

72%

42%

77%

81%

21%

67%

45%

69%

90%

23%

55%

68% 70%

79%

37%

53%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

fare nuove amicizie tenerti in contatto con amici che vedi spesso

tenerti in contatto con amici che vedi di rado di persona

flirtare con qualcuno organizzarti con i tuoi amici

US online teens 12-17 LaRiCA Survery March 2008 facebook users badoo users

Bridging/Bonding

16,9%

29,2%

4,6%

15,4%

18,5%

15,4%

1,2%

7,3%

1,2%

16,2%

46,9%

27,3%

Nessuno Pochi Non so Abbastanza Molti Tutti

Approssimativamente quanti dei tuoi "amici" di Badoo/Facebook conosci di persona?

Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent

Question adapted from Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook "friends:" Social capital and college students' use of online social network sites. Journal of Computer-Mediated Communication, 12(4), article 1. http://jcmc.indiana.edu/vol12/issue4/ellison.htmlSource: Online Survey [N=338] , November 2008

Bridging/Bonding

Question adapted from Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook "friends:" Social capital and college students' use of online social network sites. Journal of Computer-Mediated Communication, 12(4), article 1. http://jcmc.indiana.edu/vol12/issue4/ellison.htmlSource: Online Survey [N=338] , November 2008

2,044776

2,791045

2,0149252,208955

2,313433

3,044776

3,453875

3,789668

2,7306272,608856

3,97417

2,494465

Uso Badoo/Facebook per connettermi a persone

conosciute offline

Ho usato Badoo/Facebook per cercare qualcuno che ho

conosciuto di persona

Uso Badoo/Facebook per conoscere meglio i miei amici

Uso Badoo/Facebook per conoscere meglio le persone

che vivono vicino a me

Uso Badoo/Facebook per tenermi in contatto con

vecchi amici

Uso Badoo/Facebook per conoscere nuove persone

Indicare il proprio grado di accordo odisaccordo sulle seguenti affermazioni

(da 1 Molto in disaccordo a 5 Molto d'accordo)

Badoo Users (N=73) Average rating Facebook Users (N=286) Average rating

Perception of Privacy

Question adapted from Pew Internet Parents & Teens 2006 Survey .Source: Online Survey [N=338] , November 2008

63,0%

13,7% 12,3% 11,0%

72,5%

16,9%

5,6% 4,9%

piuttosto semplice dovrebbero lavorarci sopra ma potrebbero scoprirlo

sarebbe molto difficile che qualcuno scopra chi sono in base

al mio profilo

non so

Quanto pensi sia difficile per qualcuno scoprire chi sei in base al tuo profilo?

Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent

Perception of Privacy

76,1%

55,2%

79,1%

29,9%

47,8%

4,5%

16,4%22,4%

13,4%

65,7%

9,0%13,4%

91,9%

60,9%

95,2%90,4%

84,1%

17,3%

38,0%

74,5%

56,1%

76,4%

12,5%

32,1%

Quali delle seguenti informazioni sonopubblicate sul tuo profilo di Badoo/Facebook?

Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent

Question adapted from Pew Internet Parents & Teens 2006 Survey .Source: Online Survey [N=338] , November 2008

Perception of Privacy

6,0%9,0% 9,0%

17,9%

50,7%

7,5%

1,5% 1,8% 3,0%

11,4%

79,7%

2,6%

tutta la maggior parte una parte molto poca nessuna non so

Alcune persone preferiscono non dare le proprie informazioni su un profilo online e ne usano quindi di false. E tu?

Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent

Question adapted from Pew Internet Parents & Teens 2006 Survey .Source: Online Survey [N=338] , November 2008

Time spent

45,8%

57,2%

oltre 1 ora

Quanti minuti hai speso in media durante l'ultima settimana su Badoo / Facebook?

Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent

Question adapted from Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook "friends:" Social capital and college students' use of online social network sites. Journal of Computer-Mediated Communication, 12(4), article 1. http://jcmc.indiana.edu/vol12/issue4/ellison.htmlSource: Online Survey [N=338] , November 2008

Sense of community

1,9850751,791045

2

1,477612

2,044776

2,507463

3,254612

2,398524

3,173432

1,826568

2,833948

3,498155

Facebook/Badoo è parte delle mie attività

quotidiane

Sono orgoglioso di dire alla gente che sono su

Facebook/Badoo

Facebook/Badoo è diventato parte della mia

routine quotidiana

Mi sento "fuori dal mondo" quando non

entro in Facebook/Badoo per un pò

Mi sento parte della comunità di

Facebook/Badoo

Mi dispiacerebbe se Facebook/Badoo venisse

chiuso

Indicare il proprio grado di accordo odisaccordo sulle seguenti affermazioni

(da 1 Molto in disaccordo a 5 Molto d'accordo)

Badoo Users (N=73) Average rating Facebook Users (N=286) Average rating

Question adapted from Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook "friends:" Social capital and college students' use of online social network sites. Journal of Computer-Mediated Communication, 12(4), article 1. http://jcmc.indiana.edu/vol12/issue4/ellison.htmlSource: Online Survey [N=338] , November 2008

Conclusions

The research hypothesis can be considered at last partially confirmed:

• Observing the results of the survey it’s pretty clear that Badoousers are mainly using the site to bridge their social capital making new friends other than consolidating existing relationships;

• Some data also confirm that Badoo users lack a clear understanding of the invisible audience and underestimate the exposure of their online published contents.